10 Shops Touch Base With Adidas

NEW YORK — Ten agency networks responded to a blind RFP issued recently that traces back to sneaker giant Adidas, which is seeking a global partner to coordinate its creative efforts, sources said.

Among the respondents: Leo Burnett, Young & Rubicam, DDB, TBWA, McCann-Erickson and Lowe Lintas & Partners, said sources. The agencies declined comment.

Global spending is estimated at $80-100 million.

Separately, Adidas roster shop Leagas Delaney, which has offices in London and San Francisco, has approached DDB about partnering to service the business globally. Leagas is believed to be unaware of the RFP, which was issued by The Positionerings Groep, a brand consultancy based in the Netherlands.

The RFP asked about creative reputation, integrated services, youth-marketing capabilities and presence in markets such as Europe, Asia and the U.S., said sources. It was said to be for a global brand, based in Europe, with a “youth” target and a stronger market position in Europe than the U.S.

Adidas, which employs nearly 20 shops worldwide, seeks to achieve a more cohesive message across different regions, as well as efficiencies, according to sources. The company is looking for an “affordable agency solution,” one source said. The review is expected to lead to the elimination of some — but not all — agencies.

Client executives have told Leagas and 180 in Amsterdam, another Adidas shop, that they will remain on the roster. Marketing executives in Europe and the U.S. did not return calls; Leagas and 180 declined comment.

Carat handles Adidas’ global media duties. The U.S. portion of that business shifted from Leagas in the summer.

Other U.S. roster shops include Red Button, Portland, Ore., and Burrell Communications, Chicago. Each has created a basketball-focused ad campaign that will break this fall. Red Button’s effort is global; Burrell’s push is only for the U.S., sources said.

Leagas will be shooting print ads of celebrity golfers for Adidas Golf this month.

— with Sarah J. Heim and Joan Voigt